Banijay Media Germany is expanding its management team: Thorsten Beyer has been appointed Managing Director of Sales & Brand Partnerships and will be responsible for the further expansion of the sales business and collaboration with direct clients and media agencies. In particular, Beyer will be tasked with further developing the branded entertainment business within the Banijay Germany Group.

Banijay is linking this appointment to the further expansion of its „Brand Horizon“ growth strategy. Under this umbrella, the company brings together cross-platform entertainment and brand projects – ranging from product placements and format integrations to the development, production and distribution of standalone branded content formats for TV, streaming and social media. The aim is to establish brand-funded entertainment solutions more firmly as an integral part of regular media planning.

Beyer brings with him experience from both the marketing and agency sides of the business. Most recently, he held the positions of Chief Commercial Officer and Managing Director at dentsu Austria. Prior to that, he worked at IP Deutschland (now Ad Alliance) and GroupM (now WPP Media), amongst others.

„The boundaries between content, media and advertising are undergoing fundamental change,“ explains Beyer regarding his move. At the same time, the increasing fragmentation of media consumption is opening up opportunities for branded entertainment, as brands can be integrated directly into relevant content. He intends to draw on his experience in both marketing and agency work to make such offerings easier to plan and more accessible for advertisers and media agencies.

With this expansion, Banijay Media Germany is building out a business segment that combines traditional content production with brand financing and marketing. For the Banijay Germany Group, branded entertainment is set to play a greater role in the development and financing of cross-platform entertainment offerings in future.